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《医疗广告认定指南》为广告划红线 也为科普留空间
Nan Fang Du Shi Bao· 2025-08-14 16:11
Core Viewpoint - The release of the "Guidelines for the Identification of Medical Advertisements" by the State Administration for Market Regulation, the National Health Commission, and the National Administration of Traditional Chinese Medicine aims to clarify the boundaries between medical advertising, medical information, and health education, thereby enhancing the regulation of illegal medical advertisements [1][2]. Group 1: Clarification of Medical Advertising - The guidelines systematically clarify the distinction between medical advertisements and medical information, providing clear behavioral guidelines for all parties involved [2]. - Only legally established medical institutions are permitted to publish medical advertisements, which helps to curb misleading practices by "black hospitals" and "black doctors" [2]. - The guidelines specify that basic information published by medical institutions on their official platforms does not constitute advertising, while promotional claims about specific medical institutions in health education can be classified as disguised medical advertisements [2][3]. Group 2: Regulatory Collaboration - The guidelines delineate the responsibilities of the market regulation department and health departments, establishing a system for transferring leads and reporting situations [3]. - When illegal medical advertisements are discovered, health departments can take appropriate actions against the medical institutions involved, while incorrect medical information that does not qualify as advertising will be guided for rectification by health departments [3]. Group 3: Positive Impacts of the Guidelines - The introduction of the guidelines marks a significant step towards refined and standardized regulation of medical advertising in China [4]. - Regulatory authorities are provided with clear enforcement bases, reducing the risk of public misguidance by illegal advertisements and safeguarding the right to information [4]. - The implementation of the guidelines is expected to create a regulated and vibrant medical information ecosystem, ultimately protecting public health rights [4].
上半年共查办医疗违法案件1666件
Mei Ri Jing Ji Xin Wen· 2025-08-14 15:15
8月13日,市场监管总局召开专题新闻发布会,介绍医疗领域广告监管相关工作情况。 为有力回应民生关切,市场监管总局在加大执法力度的同时,于今年5月出台了《医疗广告监管工作指 南》。8月13日,市场监管总局联合国家卫生健康委、国家中医药管理局共同制定的《医疗广告认定指 南》也正式公布。 谷保中在发布会上表示,强化、优化对医疗广告活动的监管,一直是行业关注、群众关切的焦点。两个 指南坚持规范与发展并重的原则,但在内容侧重方面有所不同。 《医疗广告监管工作指南》主要针对医疗广告监管执法的原则和具体监管规则作出细化规定,为市场监 管部门提供更加明确的执法指引和实操指南。比如进一步明确了市场监管部门查处医疗广告时应当遵循 的原则,列举了不同业务场景下医疗广告违法的具体表现形式,对查处医疗广告违法案件过程中规范行 使裁量权进行细化,对互联网平台防范和制止违法医疗广告信息发布和传播的责任义务作了规定。 《医疗广告认定指南》在结合医疗广告活动新特点和监管实践的基础上,对"什么是医疗广告"进行了回 答;再次重申了除依法成立的医疗机构外,任何单位和个人不得自行或者委托他人发布医疗广告;对如 何区分"医疗广告"与"医疗信息公开""健 ...
打击 “黑医院”“黑医生” 广告误导 无资质者禁发医疗广告
聚焦社会反映集中的无资质"黑医院""黑医生"发布广告误导群众就医选择的问题,8月13日,市场监管 总局等三部门印发《医疗广告认定指南》(下称《指南》)对医疗广告发布主体作出了严格的限定,明确 除依法设立的医疗机构外,任何单位和个人不得自行或者委托他人发布医疗广告。 而本次发布的指南,在结合医疗广告活动新特点和监管实践的基础上,对"什么是医疗广告"进行了回 答;再次重申了除依法成立的医疗机构外,任何单位和个人不得自行或者委托他人发布医疗广告;对如 何区分"医疗广告"与"医疗信息公开""健康科普"提出了更具操作性的监管规则;对部门协同作出针对性 的制度安排。 医疗广告是群众获取就医信息的重要途径,也是推介医疗机构和医疗服务的重要方式。近年来,市场监 管总局持续加大对医疗广告活动的监管力度,重拳打击各类"神医"广告,陆续制定相关执法指南,持续 加强与相关部门的协同联动和联合执法。"2025年上半年,全国市场监管部门共查办医疗广告违法案件 1666件,罚没金额1278万元。"市场监管总局广告监管司市场稽查专员谷保中表示。 谷保中指出,《指南》明确规定,除依法设立的医疗机构外,任何单位和个人不得自行或者委托他人发 布医 ...
市场监管总局:持续加大对医疗广告活动的监管力度,重拳打击各类“神医”广告
Zhong Zheng Wang· 2025-08-13 12:53
Group 1 - The core viewpoint of the articles emphasizes the increasing regulatory efforts by the State Administration for Market Regulation (SAMR) to oversee medical advertising, particularly targeting misleading "miracle doctor" ads [1][2] - The rapid growth in medical advertising volume has raised concerns about the dissemination of misleading information under the guise of health education, which poses risks to public safety [1][2] - SAMR, in collaboration with the National Health Commission and the National Administration of Traditional Chinese Medicine, has released the "Guidelines for Medical Advertising Recognition" to provide clearer and more actionable directives for combating illegal medical advertising [1][2] Group 2 - The regulatory focus on medical advertising has become a significant concern for both the industry and the public, especially as diverse healthcare needs have led to an increase in advertising activities by medical institutions [2] - The introduction of the "Guidelines for Medical Advertising Regulation" aims to address the illegal practices that harm the interests of the public while promoting a more responsible advertising environment [2]